冷水シャワーは資本主義に優しい苦行である

Why have cold showers become so popular in modern self-improvement culture? In this episode, I describe them as a form of “light asceticism.” Traditional religious asceticism can involve distancing oneself from worldly desires and ambitions. Cold showers, however, offer just enough discomfort to create a sense of discipline without disrupting everyday life. You can suffer briefly, feel that you have conquered yourself, and then go to work as usual. They can even become a symbol of a disciplined identity on social media. Perhaps cold showers represent a distinctly modern form of suffering: uncomfortable enough to feel meaningful, but perfectly compatible with capitalism.

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